studio FM milano has started the collaboration with Pedrali, an Italian company that produces contemporary design furniture for contract and residential, last year. We are currently working on redefining the visual identity of the company. Part of the process is defining the way in which Pedrali expresses its values through pictures, and portrays the extraordinary legacy of design of its products. This year the presentation of the new Pedrali products was entrusted solely to the social media and the printing of a journal containing all the news (delivered worldwide to all its client): NewIdeas 2020. studio FM milano did the art and creative direction of the photo shoot, the graphic design of the journal and the Social Media layout and strategy. The photoshoot team includes the talented photographer Andrea Garuti and the stylist Studio Salaris.The new products presented this year are made by many different designers, some of them already collaborated with the firm, and some were beginning their collaboration with Pedrali this year. Among them: Sebastian Herkner, Robin Rizzini, Eugeni Quitllet, Odo Fioravanti, CMP Design and Patrick Jouin.